What is risk?

For most people, a risky situation is one where you’re exposed to danger.

Put another way, it’s the possibility of something bad happening.

But for Andy Pearson, VP of Creative at Liquid Death, the definition of risk takes an interesting detour. For Andy, the real danger is not that something bad will happen, but that nothing will happen at all.

No reaction. No learning. No breakthroughs.

Just a boring piece of creative, dead on arrival, completely ignored.

That’s why, over the course of his career, Andy has developed a habit of pushing himself into uncomfortable situations and doing “scary stuff” so that he can explore ideas that most people won’t even consider.

But scary stuff isn’t the same as doing anything. 

There is always a Liquid Death Logic underneath every idea that helps the team connect the dots between dumb ideas and smart ideas in unexpected ways.

Some of my favorite aha moments talking with Andy include:

• Andy’s favorite activations at Liquid Death and why he loves them
• One of the scariest things Andy did early on in his career before Liquid Death that has shaped his outlook on risks and creativity
• The questions Andy likes to ask in brainstorms to push ideas even further
• How Liquid Death manages controversy and consistently transforms hate into something great
• The intriguing parallels between one of Andy’s hobbies (ultramarathons) and building a brand

Show Notes:

Below are links to campaigns and other inspiring ideas that came up during our conversation.

Campaigns

Mike Cessario getting a fan’s face tattooed on his body

Limited edition corpse paint with e.l.f. beauty

The Yeti Casket Cooler

The “Freeze to Death” Cold Plunge Tank

Limited edition Hot Fudge Sundae flavor with Van Leewan Ice Cream

A partnership with Burton to create an unrideable snowboard called the Death Trap.

A contest where you could win a free L-39 Aero jet called The Dehydrator. 

Cards Against Humanity Saves America

Movies

The Voyage Out by Barlow Jacobs (Coming Soon)

Books

Born to Run by Christopher McDougall